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Mreza Audiences Increasing TV Mrezas performance continues to improve, with significant gains shown during this round of research –The TV Mreza network has 14 percent share of the market, falling behind only RTS1 and tied with PINK and PRVA TV –Viewers are loyal, tuning in often and watching for long stretches – spending on average 46 minutes a day watching TV Mreza programming

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TV Daily Reach TV Mrezas competes well with more established commercial television stations, coming in fourth after Pink TV, RTS 1 and PRVA TV This is a significant increase from previous waves of research

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TV Viewing Times Peak TV viewing times are between 18:00 and 23:00 with a morning peak at 8:00

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TV Trustworthiness National Serbian channels are most trusted. However, stations in the TV Mreza network have relatively high trustworthy ratings, in particular TV Most, with 45 percent. Looking at TV Mreza channels as a whole, we see that a majority, 52 percent find them to be at least somewhat trustworthy

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Audience Demographics TV Mreza viewers are generally older and slightly worse off financially than the overall population In other ways, gender, education, employment ect., Mrezas audience mirrors the overall population

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Slobodno Srpski For a program on air for less than a year, it has made its mark –Twenty-one percent of respondent know the show by name –Of those, 40 percent have watched at least one or two episodes and 26 % watched more then 10 episodes –Sixty-five percent watch on local TV stations, 35 percent watch via internet

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Radio Reach and Listening Radio has a daily reach of 33 percent, which translates into a daily audience of 47,877 persons Peak radio listening times are between 12:00 and 14:00

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Radio Market Share When five radio stations which make up KOSMA Network are merged, then KOSMA Network has the highest market share of 24 percent. As an individual station, Radio Gracanica dominates with 20 percent share

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Internet Access Forty-one percent of respondents use the internet on a daily basis, indicating that those that use the internet are active users going online often A majority of internet users, 53 percent, go online from their own homes, evidence that many users have their own personal computers The most common connection, is high speed DSL or ADSL, with 42 percent reporting this type of high-speed access

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Internet Use The greatest percentage of respondents use the Internet daily to read news and watch videos (TV programs, news reports, video clips or movies) These active and advanced web users present an opportunity for both broadcasters and advertisers

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Recommendations Continue to build on existing strength as a niche news and information provider Focus on more programming targeting youth Maximize programming at peak viewing time Cross-market TV, internet and radio Invest further in website development, particularly to capture younger audiences

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This research was supported by the Strengthening Independent Minority Media program, implemented by IREX and funded by USAID. www.irex.org This research is made possible by the support of the American people through the United States Agency for International Development (USAID). The contents of this research are the sole responsibility of TV Mreža and do not necessarily represent the views of USAID or the United States Government. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.